Dunkin’s rebranding leaves hole in heart of doughnut lovers

Doughnut lovers took to social media on Tuesday to decry a decision by Dunkin’ Donuts to drop its signature product from its name, an effort by the brand now known simply as Dunkin’ to highlight a wider array of menu items and appeal to a younger generation.

The U.S. chain will still sell doughnuts, but starting in January, it will feature a new logo on packaging, store signage and advertising, while retaining its orange and pink color scheme.

“We are now on a first-name basis with America,” Chief Marketing Officer Tony Weisman said explaining the change.